• 11 October, 2026

A recognised celebrity can attract attention. But attention alone does not tell a brand whether its message connects with the people expected to buy the product.

An FMCG case study illustrates why customer research matters when selecting an advertising approach.

A promising product and a prominent ambassador

An established Indian FMCG company introduced a detergent powder featuring advanced stain-removal technology. With a strong distribution network and experience in household care products, the company wanted to strengthen its position in the premium detergent segment.
It engaged a leading cricket personality to endorse the brand, expecting the association to improve visibility and reinforce its positioning. However, the campaign did not perform as anticipated.

Understanding the gap

eMpulse investigated customer reactions to the advertising and product positioning. Respondents considered the advertisement uncluttered, but the study found that the celebrity association did not connect strongly with the target audience. Within the audience studied, the cricket personality’s popularity did not translate into the expected relevance for a household cleaning purchase. The findings highlighted a distinction between recognising an ambassador and finding their endorsement persuasive.

Bringing the product benefit into focus

The research led the company to reconsider its advertising approach. Communication shifted towards the detergent’s functional benefits and cleaning effectiveness. This gave customers a clearer reason to consider the product: what it could do for their everyday needs.

What brands can learn

Before investing in a campaign, businesses should test whether customers understand the message, find it relevant and believe the product promise.
Celebrity selection is one part of that evaluation. Product demonstrations, benefit statements, pricing cues and brand associations also deserve attention.

Pre-launch research creates an opportunity to refine communication before committing significant media expenditure. Post-launch research can identify where an existing campaign needs adjustment. The central lesson is straightforward: advertising decisions become stronger when customer response is tested rather than assumed.
Developing a campaign or reviewing brand communication? eMpulse can help evaluate customer response and identify opportunities to strengthen your message.